Kodak: Packaging innovation with product evolution

in the past

Kodak 1989

Kodak 1991

background:

In 1989, Landor assisted Kodak in designing a packaging system for the Chinese market to enhance the performance of the local market. The new packaging is totally different from the global brand packaging design, but it still retains Kodak’s main values ​​and image quality. In view of the popularity of the new design, Kodak commissioned the company in 1991 to update the product packaging design for the upcoming new generation of film.

challenge:

In the original packaging design, Landor used a bright red box with a flat pattern of gold Kodak English initials "K". The study found that red and gold packaging enjoy wide acceptance in the Chinese market, and the contrasting color of creativity has also become Kodak's endorsement color in this major market. Therefore, when designing a new package in 1991, it was suggested by Landor that it should be modified on an existing basis to reflect the quality of the new film product with more features.

Program:

The packaging design of the product remained basically unchanged, but the original “K” pattern of iron was replaced with a rainbow color. Landor reduced the red part and added Kodak's yellow color to the top and side of the box. At the same time, the design of the film cassette is modified to ensure consistency with the package. Lang Tao's design in 1989 was market recognition. Research shows that the new packaging assists Kodak to establish its position as the leading film brand in China.

Author: Landor